2 theaters · 23 screens
Cinema advertising on 23 screens in Mcallen, TX.
The Mandalorian & Grogu
May 22
Toy Story 5
Jun 19
Moana (Live Action)
Jul 10
The Odyssey
Jul 17
Spider-Man: Brand New Day
Jul 31
Coyote vs. Acme
Aug 28
The Cat in the Hat
Nov 6
The Hunger Games: Sunrise on the Reaping
Nov 20
Avengers: Doomsday
Dec 18
Dune Part Three
Dec 18
Jumanji 3
Dec 25
Poster art courtesy of IMDb · © respective studios · used for editorial reference.
McAllen, TX sits about 70 miles from the Gulf Coast in the Rio Grande Valley, with nearly 144,000 residents and a median age of 34. That makes it one of the younger urban markets in Texas. The city's two movie theaters, Hollywood USA and Cinemark Movies 6 McAllen, run across 23 screens and generate an estimated 36,800 monthly moviegoer impressions, giving local and regional advertisers a consistent, captive audience every week.
McAllen falls within the Harlingen-Wslco-Brnsvl-McA DMA, where cinema advertising CPMs range from $34 to $40. A single-theater 4-week campaign starts at $355; a citywide buy across both locations runs $1,361 to $2,723. Nationally, 62% of moviegoers identify as multicultural and 60% are cord-cutters. In a border market like McAllen, cinema reaches the exact audience that TV and streaming consistently miss.
Real ranges for a 4-week :30 campaign. Final pricing depends on theaters selected, seasonality, and the 2026 film slate.
| Buy type | 4-week cost | CPM range | Reach |
|---|---|---|---|
| Single theater | $360 – $2,010 | Tier 4 market rates | up to 18,400 imps/theater |
| Citywide (all 2 theaters) | $1,360 – $2,720 | Tier 4 market rates | ~36,800 total |
Add-ons (Streaming Extension, Lobby Network, Digital Retargeting) priced separately. Not available for alcohol, tobacco, firearms, cannabis, or political advertising.
Choose what fits your campaign — on-screen, in-lobby, and digital extensions.
Your brand opens the show
Plays early in the pre-show sequence, before trailers begin. Best for awareness and reach.
Peak attention, before the trailers
Plays in the mid-pre-show pod when theater attention peaks. Our most-requested slot.
The last ad before the feature
The premium position — the final commercial before the feature begins. Highest recall, unskippable.
Digital signage throughout the theater
Full-motion placements on lobby plasma displays. Extends brand presence beyond the auditorium.
Retarget moviegoers on CTV and OTT
After cinema exposure, retarget the same moviegoer audience across premium streaming services using verified attendance data.
Banner & mobile reach for your moviegoers
Display and mobile ad retargeting to the verified moviegoer audience. Geo, demo, and behavior layers.
A single-theater 4-week campaign at Hollywood USA or Cinemark Movies 6 McAllen runs between $355 and $2,012, depending on screen count and placement format. To cover both theaters for four weeks, budgets typically fall between $1,361 and $2,723. McAllen is a Tier 4 market with CPMs of $34 to $40.
Common advertisers include quick-service restaurants, auto dealerships, healthcare providers, local retailers, and financial services. Cinema works especially well in McAllen given the market's multicultural composition. Auto advertisers nationally see a 34% lift in foot traffic from cinema campaigns, and retail brands document 53% incremental store visits compared to control groups.
Ads run on screen before the feature film, during the pre-show slot. This is the highest-attention placement in cinema. Other formats include lobby screens, poster cases, and digital displays near concessions. The pre-show spot captures audiences who are seated and not scrolling through a phone, producing attention ratings 6 to 16 times higher than social and digital platforms.
McAllen moviegoers skew younger, with a national median moviegoer age of 30, and 60% are cord-cutters or cord-nevers who are hard to reach through traditional TV or CTV. Cinema attention ratings run 2 to 6 times higher than live sports and outperform both CTV and YouTube, making it a strong complement or alternative to broadcast buys in the RGV.
Most advertisers start with a 4-week flight, the standard unit across McAllen's two theaters. Four weeks generates enough frequency across 36,800 monthly impressions to build recall and drive measurable action. Brands that run longer campaigns of 8 to 12 weeks typically see stronger lift in foot traffic and purchase intent.
Yes. Alcohol, tobacco, firearms, cannabis, and political ads are not accepted in cinema, regardless of local regulations. These restrictions apply across all theaters in the network. Most retail, healthcare, restaurant, automotive, education, and financial services categories are eligible to advertise at Hollywood USA and Cinemark Movies 6 McAllen.
Call for pricing tailored to your dates, film slate, and targeting.
